New Member Onboarding (Part 1)

There’s a restaurant saying, “turn ‘em and burn ‘em.” Get customers in the seats and back out the doors as quickly as possible. Although turning tables helps the cash register, you risk alienating customers if they think you’re only interested in their money, not their dining experience.

I thought of “turn ‘em and burn em” recently when I read this in MGI’s Membership Marketing Benchmark Report: for every dollar spent on recruitment, associations spend only 27 cents on new member onboarding and engagement. Why is so little dedicated to new members, the ones most at risk for not renewing?

Do you know how it feels to be a new member? Think about the first time you joined a gym. Like new association members, you had membership expectations and goals. Membership would be good for you, but only if you made it part of your life.

Like successful gyms, we should make it easy for members to fit this new habit (membership) into their lives. If they see early results, they’ll be motivated to keep coming back.